The Creative Idea
The idea is to create a round-robin gift giving experience for our audiences through integrated digital platforms. Encouraging audiences to share, create and give within the experience immerses them into Action City’s brand story in a fun way. Designing perks with gift points drives audiences further into interacting with the campaign.
At prelaunch, Action city gives to its audiences with the treasure hunt trial by presenting start up gift points to solvers of the “toy of the day”. Audiences play the interactive character creation game whereby they can send E-gifts to friends within the game which earns their friends gift points. Creations appearing on the microsite can then be further spread to all other friends with the e-card engine.
Proposed Gift Point System:
Treasure Hunt - Each correct toy found : +30points
In-game Gift points to friends : +10points
$10 gift voucher with every accumulation of 5000points